High-revenue brands are failing because they make long cinematic ads instead of testing short-form UGC videos under 45 seconds. 36% of video marketers still think 1-3 minute videos work best, but the data shows short, low-budget smartphone content with strong hooks drives actual sales.
There's so much opportunity out there. Everyone's doing it wrong. And this is backed off of the data that we have seen and we are running for our hundreds of clients with millions of dollars in spend. Rapid creative testing. So you're shooting short-form videos, playing around with hooks, strong and clear call to action. That's what it is. It's 20 seconds, 30 seconds, 45 seconds in length or less. 36% of video marketers believe that the optimal length for a marketing video is between 1 and 3 minutes. Now, the reason why I'm not shocked at this, people that consider themselves video marketers, they're people that make videos. They're not marketers, they're videographers, they're cinematic, they're theatrical. They're used to making long videos. Guess what? That's not moving the needle anymore. For you to generate revenue, it's got to be short-form UGC style, shot on an iPhone, crappy edits, choppy edits, low-quality captions. That's what performs on an ad campaign. It's not the theatrical highbrow stuff. People don't want to see ads. They want to see content that resonates with them, that looks user-generated and feels authentic. So that's what they see. That's what performs.
